In Ramadan, during COVID-19 and lockdowns, Babyshop, a children’s retailer from the Middle East with a growing presence in Asia, launches “A World We Deserve,” sharing what children will remember when these uncertain times are over.
The month of Ramadan is a time when Muslims fast from dawn to dusk, meet families and their communities, give a majority of charity, remember the year gone by and resolve to be better as individuals.
This year, Ramadan across most parts of the world begins on Friday, April 24. But it’s going to be an unprecedented Ramadan due to COVID-19 crisis. Families won’t be able to get together, people are unwell and anxious, doors previously open are closed and cities previously bustling with Ramadan markets and gatherings are locked down. An environment of pessimism lingers in a month that has always been one full with optimism and celebration.
Using Ramadan as the stage, with its agency FP7 McCann in Dubai, Babyshop is sending out a message of optimism. Through the eyes and the words of children from around the world, the brand has launched a film and a song. And it has also implemented a series of acts to take care of those on the frontlines and their families. Key news platforms and influencers in the Middle East have partnered to support the idea throughout Ramadan.
The film itself taps into the virtues of remembrance and resolve that are intrinsic to Ramadan. Children from around the world were asked to share what they’ll remember from COVID-19. Their surprising and evocative answers have been combined with poignant photography and inspired an original song, and collectively, tell an unexpected Ramadan story. In a challenging economic environment, with production lockdowns in the Middle East, as an idea and as an execution, the film completely breaks away from the typical mold of Ramadan ads (mega production, celebrity endorsements, dances, people getting together, eating together, celebrating together, doing kind acts for others and the like).
In sharing the brand’s point of view that if we learn from what children will remember of COVID-19, we can help build a world we all deserve, Babyshop reminds people about the importance of seeing the good amidst all the bad around us, about remembering the ones who sacrifice for the rest, about acknowledging the positive changes in ourselves, and about valuing the things we should hold dear to; not just during COVID-19, but even when we get through this challenging phase.
The song that’s featured in the film is an original song composed and developed by artists from Dubai and Colorado.
CreditsClient Babyshop Agency FP7 McCann Dubai Oliver Robinson, Fouad Abdel Malak, regional executive creative directors; Tahaab Rais, creative director, copywriter, art director, regional head of strategy, songwriter; Karim Kazan, executive creative director, copywriter, art director; Aunindo Sen, creative director; Brittin Lane, composer/singer; Amit Borawake, retoucher. Production FP7 McCann Dubai Tahaab Rais, director; Vicky Kriplani, producer; Ashrf Muhammadunny, editor, colorist. Children Contributors Aayrah (7), Abdullah (8), Justin (5), Vishank (7), Isra (6), Fahad (9), Danielle (6), Aydin (4), Minha (8).
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More